The Monetize segment of the BaM Content Chain® is about managing business processes for content rights and royalties, scheduling linear and non-linear services, subscriptions, and selling and managing advertising. In short, how broadcast and media companies make money; Arvato Systems’ Portfolio Manager, Ben Davenport, sums this up perfectly: “Put very simply, media is monetized through advertising, subscription service or, decreasingly, public funding or subsidy.”
We asked six IABM members to explain the drivers of change in this vital segment of the BaM Content Chain® and talk through the opportunities and challenges they are facing today, and what the future holds.
This article is from The IABM Business Intelligence Digest from September 2018. The full report can be viewed here Traditional TV and digital video continue to converge. This fast-paced trend is having a direct impact on advertising technology, the use of data and the partnership models between industry players. Between 2017 and 2018, major telcos and established broadcasters such as AT&T, Comcast and Sky have continued to invest heavily in advertising technology. Their aim is offering an alternative to Google and Facebook, which capture about 60% of the digital ad spending market. The objective is to establish new business models based on holistic ad platforms able to deliver a broader audience proposition to advertisers. The goal is then to provide one-stop access to reach targeted audiences across platforms, distribution channels, content formats and devices. It is thus necessary to build appropriate, reliable advertising technology around each type of distribution channel – traditional TV, OTT, online, mobile – and then to develop the technology layer able to unify the pieces of the puzzle. The challenge consists of doing this effectively and quickly. John Martin, CEO of Turner Networks has stated regarding this: “My fear, and what makes me wake up with...
Live and linear viewing online, or simulcast, is growing as virtual multichannel video programming distributors (vMVPDs) and broadcast services such as CBS All Access and ITV Hub gain popularity. But they face competition for ad spend from major internet companies, while a new generation of viewers are coming through that have grown used to ad-free video experiences, leading many to question the viability of traditional TV ad models.
IABM introduced a new ‘Start-Up’ membership category in January this year. As its name suggests, the new membership category is designed to cater for new companies that have been incorporated for less than two years, enabling them to benefit from the full range of IABM membership services to support them at a critical time in their growth and development, all at a manageable price for what are typically cash-poor, ideas-rich businesses.
We asked Ian Sharpe, CEO of Promethean – one of the new Start-Up members – to let us in on the secrets of getting a new company off the ground successfully. That he replied with his insightful answers within just one hour speaks volumes; as he said, “You don’t start-up by sitting on your hands!”.
In 2018, SpotX will merge with smartclip to provide clients with both connected TV and addressable TV options within one platform